Media Rachna is an initiative to make a common platform for Media students to get career advice, study material and other useful information. Media Rachna is one stop source for media research, issues related Media and views about current issues.

Mass Communication:- Definition, Nature, Scope & Features of Mass communication. Characteristics of the audiences of various Mass Media. Limitations of Mass communication, Demassification, Demystification, Future trends in Mass communication. Role of Mass communication in Development & Social Change in India.

History of Indian Press, Role of Press in Freedom Movement, Vernacular Press in Pre-Independence era. Contribution of James Augustus Hickey, Raja Ram Mohan Roy, James Silk Buckingham, Mahatma Gandhi, B. G. Tilk. Historical development of The Tribune, Hindustan Times, The Times of India, The Hindu, Anand Bazar Patrika. Important personalities of Indian Press in Post- Independence era. Development of Press in Haryana.

Suggested Readings:

1)Journalism in India by Rangaswami Parthasarathi, Sterling, New Delhi.

2)Professional Journalism By M. V. Kamath, Vikas, New Delhi.

3)The Press by Chalpathi Rau, National Book Trust, New Delhi.

4)Journalists Handbook by M. V. Kamath. Vikas, New Delhi.

5)Complete Digital Photography by Ben long.

6)Basic Photography by M. J. Long ford.

7)Focal Encyclopedia of Photography.

8)News Reporting & Editing by K. M. Srivastava.

9)Patra Karita Ke Mool Sidhant by Navin Chandra Pant (Hindi).

10)Media Lekhan by Ramesh Chandra Tiwari & Pawan Aggarwal ( Hindi).

12)Understanding Journalism, Burns, Vistaar Pub. New Delhi.

13)Digital Sub-Editing & Design, Ruinn, Focal Press.

14)Visual Communication, Images & Messages, Lester 3rd Ed.

15)Ethics of Cyber Space, Hamelink, SAGE Publications.

16)Outline of Reporting, M.K. Joseph, Anmol Pub.

17)Nai Patarkarita Aur Samachar Lekhan, Savits Tidha, Takshila Pub.

Paper –V

Advertising & Marketing

Max. Marks –80Pass Marks-28

Time: 3 Hours

UNIT-I

Definition, Function, Nature and Scope of Advertising, Evolution and Growth of Advertising, Classifications of Advertising, Parts of Advertisement Copy, Creativity and Concept,Appeals in advertising, Copy writing for Print and Electronic media Advertisements, Public Service Advertising, Socio-economic effects of advertising, National and Global Advertising scene, New trends in Advertising.

In this Paper the students will have to submit the following Practical Assignments by 31st December in the format given belosw. An External & an Internal examiner will evaluate these assignments as follows

Folk Theatre: Its Concept Nature Characteristics and Advantages, folk theatre forms in India: Tamasha, Nautanki, Yakshagna, Powada, Jatra, Bhavai.IPTA- its formation & role in the promotion of street plans in India. Prominent & folk theatrists of India. Puppetry- it concept, forms and principles role and significance of puppetry as a traditional form.

UNIT-IV

Ballad: Its concept and forms with special reference to Alha, Villupatlu, Jugni, Vaar, Prominent Ballads of India, Role of Traditional Media in spreading social, economic and political awareness, reach & limitations of traditional folk media, impact of electronic media on folk media , relevanceof folk media in 21 st century.Challenges for survival, folk media-as the voice of people.Peculiarities of Traditional Folk Media in North India.

4.Folk Theatre in India by Gargi, BalwantUniversity of Washington Press.

5.Lesser Known Forms of Performing arts in India by MukhopadhyayDurgadas, Sterling Publications, New Delhi

Paper-IX

Public Relations

Max. Marks- 80Pass Marks-28

Time: 3 Hours

Unit I:

Public Relations: concept, definition, evolution and history of PR.Present status and future of PR in India.Principles of PR, PR and Allied disciplines:Publicity, propaganda, lobbying, public opinion and attitude mobilization.Tools of Public Relations Publics in PR: internal and external public, house journal, PR in private sector.BasicPrinciples of Govt.publicity, image building in public & private sector.

Unit-III

Benefits of Public Relation, environment forPublic Relations, concept of publics, ways of organizing publics, cultural and gender differences, sensitivity to cultural issues, PR and distinguished from marketing, relationship & duties of the PR practitioner-value of IPR code& the International codes of conduct, press relation & its principles.

Unit-IV

Event management, role & importance of exhibitions, objectives of the exhibitions, Importance of direct contact, concept of neutral territory, PR for an exhibition, role of the Press in promotion of an event, publicity inputs or visible aids for promoting an event, trade fair: Uses & abuses, the News release-seven point formula& its importance, writing techniques, Press event & organizing, role of photography in PR, importance of marketing research for the PR Practitioner.PR in developing countries.

Suggested Readings:_

1.Handbook of Public Relations in India by D.S.Mehta, Allied Publishers, Bombay

Films as a medium of communication, introduction to films, commercial and parallel cinema, contribution of Shyam Benegal, Bimol Roy, Raj Kapoor, Satyajit Ray, V. Shanta Ram, planning & productiorrn of a feature film, scriptwriting for films, role & duties of film director & producer, film reviews, Box-Office, issued and problems of Indian cinema, impactof films on society. Film censorship, indoor & out door shooting,dubbing, current trends of hindi film industry.Plight of regional cinema in India.

2.Working with Video: A comprehensive guide to the worldof Video Production by Winston Brian & Julia Keydal Pelham Books, London.

3.T.V. Production Handbook by Zettle Herbert

4.Creative Radio Production by E.H. Siegal, Focal Press, 1992

5.Telivision Productionby Gerald Millerson

6.The Video Studio by Alan Birmingham

7.Radio and TV Journalism by K.M.Shrivastava

8.Writingyour own Script and Speeches by bSuzan and Mathur

9.News Writing for Electronic Media by Denial E. Garvey

10.Broadcasting Technoloty by Dr. H.O. Srivastav.

11.Video Camera Techniques by Millerson Gerald Focal Press.

12.The Technique of Film Editing by Karel Reisz

13.The Use of Microphones by Glen Elkin

14.Our Films Their Films by Satyajit Ray.

15.The New Indian Cinema by Aruna Vasudev, Macmillan, New Delhi

Paper-XI

Paryojak Mulak Hindi

Max. Marks- 80Pass Marks-28

Time: 3 Hours

Question paper for each theory paper will have two questions form each of the four units.Student will be required to answer any one-question form each unit.Unit V of the question paper will have six questions out of which the student will be required to answer some questions in Hindi and others in Englishbutwith in an answer to a question the language should be pure( not bilingual) and correct.

Each student will have to undergo SIX weeks of Internship in some Media Organization of High Repute from Ist June to 12th July Students will have to produce a CERTIFICATE issued by the Director/Editor/Manager/Chairperson etc. of the concerned Organization regarding their PERFORMANCE, DISCIPLINE & ACTIVITIES during the courseof Field training.The report must be submitted to the Chairperson of the Department before 20thJuly.A panel of Experts constituted by the chairperson will conduct the viva for the Internship Assessment.

Mass Media: Structure and Management

Max. Marks- 80Pass Marks-28

Time: 3 Hours

Unit-I

Organization and Administrative Structure of Prasar Bharti & Private Channels.Ownership and Control of Radio & TV in India.Setting up of Community Radio.Cinema as an Industry in India, Various Organizations Associated with Indian Cinema i.e. FTII, Film Censorship Board, National Film Archives, Childrens Film Society of India.

Unit-II

Organizational Structure of Newspapers and Magazines, Ownership and Control of Newspapers & Magazines.Kinds of Managements.Managing Internet Edition of a Newspaper.News Print Policy.Entry of foreign Print Media in India, Problems of Small scale Newspapers.

Unit-III

Unit-IV

A brief history of films, Characteristics Silent era, Talkies popular cinema in 1950s, New wave cinema, Types of films, Stage in film making, Sound recording, Post production, Animation techniques, Film reviews, Film appreciation.

Modern mass media as vehicles of inter-cultural communication – barriers in inter-cultural communication – religious, political and economic pressures; intercultural conflicts and communication; impact of new technology on culture; globalization effects on culture and communication; mass media as a culture manufacturing industry.

Unit-IV

Culture, communication and folk media – character, content and functions – dance and music as instruments of inter-cultural communication; UNESCO's efforts in the promotion of intercultural communication – other organizations – code of ethics, study some intercultural centres such as Ellora and Intercultaral centres such as Shirdi, Deras of Sirsa,Some temples of Kurukshetra

13.Hiigvektm Anki The Third World in Global Development MacMillan London, 1982.

Paper XVIII

Media Production (Practical)

Max. Marks- 100Pass Marks-40

Students will be required to prepare/produce the following Assignments during the session and submit in the Department before 31st March.An External and an Internal Examiner will evaluate their work in a Viva.

Unit-II

Roleof Government, Public Sector Companies, NGO’s , National and International bodies in Development.Problems faced in effective communication, Role of information and instruction in development.Media and development Communication role of traditional media and Community Newspapers. Indian experience of Development communication:Etawah project, Nilokheri Project IBVE of Udaya Vani, Indices of development, characteristic features of developing societies.Setting up of a NGO; its rules and regulations, funding agencies, procedures and rules.

Unit-III

Principles of Social Marketing:-Introduction, Designing and Distribution of Social Products.Role of Social Marketing in changing Public behavior. Social Marketing Environm,ent , Identifying the target market, Monitoring and Evaluation social marketing programmes Major Social issues in India: Population Environment and Pollution, Human Rights, health and Sanitation, communal harmony, IRO, Drug Addiction, Prohibition,Poverty, Women& Child Development, Unemployment.

Unit-IV

Concept, Role and Importance to Rural communication, Characteristics of rural society,Components of rural Communication, Case Studies of Communication
Support to Agriculture.Electronic Media and Agricultural Developmentprogramme.Rural Journalism writing for rural readers.Scope and Problems of Rural journalist.Site, KhedaTV. Experiment, Chhatera.Experimentto The Hindustan Times, Need and scope of an Agricultural TV. Channel in India.

Paper XXI

Media Law & Ethics

Max.Marks:80Mini.Marks:28

Time 3 hours

UNIT I

Nature and scope of Media Law; Fundamental rights, Freedom of speech and expressing and their limits, Directive principals of State Policy, Provisions of declaring emergency and their effects on Media .

7. Dr. Ambrish Saxena Freedom of Press and Right to Information in India,Kanishka Publication, New Delhi

1

Paper XXII

General Awareness-II

Max. Marks- 80Pass Marks-28

Time: 3 Hours

Unit-I

Indian political System,Indian Constitution, Indian political and administration system.Election process,Indian Judiciary system,Indian political thought, India’s relation with other countries: Pakistan, Sri Lanka, Bangladesh, Nepal, China, United Kingdom, UnitedState

Unit-III

International Political and Economic scene:Cold war and after, Disintegration of the USSR,Reason behind failureof communism in East European countries, West Asia Peace, Indian and the African continents, India and the latin America., India and the Gulf, Unified Europe

Unit-IV

Major current national & international developments during the semester

Suggested Readings:

1.General Awarness: V.S.Gupta

2.General Current Awarness: Unique Publication,N.Delhi

3.General Knowledge Advance: Tata Mcran

4.Indian Economy by Rudra Dutt.

5.Govt. of India Survey Book

6.Survey of India Industries ,2009

Paper XXIII

Option-iii

Photojournalism

Max. Marks- 80Pass Marks-28

Time: 3 Hours

Unit-I

Fundamental of Photo Journalism, Role & Responsibilities of photojournalist, qualities for good photojournalist, production personnel: Roles & Responsibilities, how to handle video camera.

Unit-IV

Paper XXIV

Dissertation

Max.Marks:100Pass Marks:40

Each Student, in consultation with the faculty, will select a topic for research in the beginning of MMC-IV semester. The students will conduct independent study under the supervisor/Guide assigned to them. The students should employ appropriate Research Methodology & generate some new information.Each student will have to submit four typed copies of the research report by the end of the month of March.